Only in Advertising: UnitedHealthcare Ad is More Popular Than Three ‘Halo’ Ads

By Adam Flomenbaum 

It’s time to take a look at the top 10 ads of the week by digital share of voice*, powered by iSpot.tv. iSpot.tv tracks TV ads in real-time and allows customers to monitor social actions, search activity and online video views associated with TV spots across Facebook, Twitter, YouTube, Google, Bing, and Yahoo!

UnitedHealthcare’s “Our Song” again took the top spot for the ad with the best digital response of the week, with a dominating 9.52% digital SOV score driven by equally impressive 1.1 million online views and 183k social actions.

It needed a strong showing to hold off the aggressive ad campaign around the upcoming videogame Halo 5: Guardians, which had three different creatives placing in the top 10. The top one, “Halo 5: Guardians Spartan Lake,” scored second with a 4.21% digital SOV powered by 3 million online views and 56k social actions.

But the Halo franchise also held the fourth and ninth spots with “Master Chief” and “Bullet” respectively. All three combined had a cumulative digital SOV of 7%, with over 5 million collective views but less than 100,000 social actions.

Overall, seven of the 10 ads this week are new, and perhaps as a result the digital SOV ratings are stronger across the board, with all but two scoring above a 1% SOV figure.

Top 10 Ads by Digital Share of Voice

powered by iSpot.tv

1. Our Song

9.52% Digital SOV  1,140,291 Online Views  183,297 Social Actions

2. Spartan Locke

4.21% Digital SOV  3,016,196 Online Views  56,584 Social Actions

3. Friends Furever

2.14% Digital SOV  572,388 Online Views  38,113 Social Actions

4. Master Chief

2.08% Digital SOV  966,052 Online Views  33,174 Social Actions

5. Use Your Power

1.92% Digital SOV  210,387 Online Views  37,523 Social Actions

6. Take It

1.68% Digital SOV  541,969 Online Views  29,242 Social Actions

7. Too Hot To Handle

1.50% Digital SOV  275,672 Online Views  28,265 Social Actions

8. Routine Republic

1.36% Digital SOV  808,362 Online Views  20,009 Social Actions

9. Bullet

0.79% Digital SOV  1,287,854 Online Views  3,363 Social Actions

10. Spring Fashion

0.68% Digital SOV  694,510 Online Views  5,546 Social Actions

Excludes Movie Trailers.

iSpot.tv, is the only platform that catalogs, tags and measures activity around national TV ads in real-time. The company measures digital responses explicitly linked to airing of TV ads across Facebook Twitter, YouTube, the major search portals and on iSpot.tv . Click here for more on iSpot.tv’s methodology.

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